236: II'nMI Initial Design Phase Associated Word Lists, Mood Boards, Color and Texture, Typography. Associated Word L ist. What is an associated word list? A small set of specific and potent adjectives that describe a topic/project. I.e.: Your website design theme.
What is an associated word list?
A small set of specific and potent adjectives that describe a topic/project.
I.e.: Your website design theme.
Treat it like brainstorming:
Come up with gobs of words (~50).
Then whittle the list down to the best few (~5).
Help from Andrea Herstowski from U. Kansas
organic/digital, minimal/ornate, retro/futuristic, naive/sophisticated, rough/elegant, mechanical/handmade, traditional/untraditional, simple/complex
1. Text it up!
Don't ignore the power of a few isolated words on a board. They're fantastic show-stoppers and give your viewer pause for thought. Big, bold words juxtaposed together work very well at creating drama, tone and meaning for any project.
2. Make the theme obvious
Obscure references can be fun but try to have a number of relatable items or 'touch points' featured in your mood board. You want to let others in, so being deliberately obtuse will earn you no points at all. It’s much harder to be clear and use imagery to sell your vision than hiding behind a pile of incomprehensible references just to fill the board out with. But it's worth the effort to do so.
3. Aim to spark an emotional response
Think a little bit left of centre if you’re presenting a mood board to a client. What would give them a genuine emotive response to? Real word objects are good for this. If you were inspired by the beach, bring in a shell. If your eureka moment happened on the bus, bring in the ticket. This type of thing intrigues people's brains and gains that all-important emotive reaction.
What is a mood board?
A collage of image and text objects that enables designers to get a sense of where they are headed design-wise and to communicate this to other members of the design team.
How do you make a mood board?
Hunt through image galleries, websites, books and magazines looking for that perfect images/text to sum up your intended feel for the design.
Use the word list as a guide.
4. Don't simply presume your audience will get it
Presumption making can be the difference between a successful mood board and one that's dismissed as being too cerebral. There's a danger of expecting too much of the audience, that they'll 'know what you mean'. Chances are they won't. So if it takes a few more references, images or textures to get what's inside your head into a client’s then add them in.
5. Have fun and be creative!
The whole process of creating mood boards should be fun, a refreshing break from the often tedious tasks of the jobbing designer. If you're not having fun, not being creative ... it's a sure sign you're going about things the wrong way.
red = alert, passion, hot
blue = confidence, stability, tranquility
green = natural, clean, outdoors, wealth, tech
white = pure, clean
black = elegant, strong, mysterious, evil
pastels = soft, non-threatening
earth tones = nature
bright saturated = loud, bold, happy, young
dark saturated = indulgent, royal
Textures, Take 1
Textures, Take 2
Typography, Take 1
2 ≤ # typefaces ≤ 4
Be wary mixing:
Use variants of one font instead: normal, bold, italic.
We Use Too Many Fonts!(7.5)
Typography, Take 4
Helvetica (start at 45:30)